Marking Enterprise Business Success and Societal Embedding

by Thoenig, Jean-Claude; Waldman, Charles; Doz, Yves

• ISBN13: 9780230001879
• ISBN10: 0230001874
• Format: Hardcover
• Copyright: 2006-12-12
• Publisher: Palgrave Macmillan

Summary

This new approach argues that many practices in strategy, marketing and branding are neither appropriate or efficient. Based upon their studies of extremely successful and unconventional firms, including First Direct, Club Med and Ikea, the authors argue that successful firms are those that are able to design and create new economic and societal, "territories", not just market shares or brands, that address social values and ways of living. The book defines alternative approaches in a landbreaking new framework

Author Biography

JEAN-CLAUDE THOENIG is Professor of Organizational Behaviour and CHARLES WALDMAN is Senior Affiliate Professor of Marketing, both at INSEAD.

Table of Contents

Introduction * The Deficiencies of Traditional Constructs of Business-Market Relationships * Reinventing Non-Food Discount Stores or "Conquering the World of Bentonville, Arkansas * The Animals' Territory * Marking: a New Concept and its Components * The Right Mindset * How Can Marking be Destroyed * The Territory of the Firm * The Missionary Organization * Conclusion: The Value of a Territory

Introduction * The Deficiencies of Traditional Constructs of Business-Market Relationships * Reinventing Non-Food Discount Stores or "Conquering the World of Bentonville, Arkansas * The Animals' Territory * Marking: a New Concept and its Components * The Right Mindset * How Can Marking be Destroyed * The Territory of the Firm * The Missionary Organization * Conclusion: The Value of a Territory